Heineken Names Rafael Oliveira as CEO

Rafael Oliveira, former CEO of coffee and tea company JDE Peet's NV, will assume the chief executive role at Heineken on October 1, 2026. The appointment signals Heineken’s intent to accelerate its turnaround strategy amid intensified competition in the global beverage market. Oliveira brings extensive experience in scaling brands and driving profitability. This leadership change is expected to influence Heineken’s growth trajectory and shareholder value.